Importance The increasing competition forces meat-processing factories to study the needs of customers and make relevant changes in their production, assortment and marketing programs aimed at product competitiveness enhancement. This necessitates a market analysis to explore meat consumers' preferences. Objectives The paper aims to perform a marketing analysis of meat consumption based on survey data, using clustering techniques and modern software for data processing. Methods The study employs questionnaire survey techniques and cluster analysis of meat product consumption. Results The analysis of the meat product market rests on a questionnaire survey of meat product consumers and marketing specialists at meat-processing factories of the Lugansk region. Using the Statistica software, I performed a cluster analysis of meat product consumers, and built a vertical dendrogram enabling to highlight two market segments. The k-means method helped to define the mean values of cluster consumer and their preferences. The paper formulates proposals and recommendations for meat packers. Conclusions and Relevance The findings may serve as a basis for decision-making in the field of product, sales and communication policies of meat-processing enterprises of the Lugansk region.
Belyaev V.V. [Market environment: A research in and substantiation of managerial decisions]. Vestnik Altaiskogo gosudarstvennogo agrarnogo universiteta = Bulletin of Altai State Agricultural University, 2010, no. 9, pp. 110–115. (In Russ.)
Golubkov E.P. Marketingovye issledovaniya: teoriya, metodologiya i praktika [Marketing research: Theory, methodology and practice]. Moscow, Finpress Publ., 2000, 461 p.
Dibb S.N., Simkin L.K. Prakticheskoe rukovodstvo po segmentirovaniyu rynka [The Market Segmentation Workbook: Target Marketing for Marketing Managers]. St. Petersburg, Piter Publ., 2001, 256 p.
Kotler P. Marketing menedzhment [Marketing Management]. St. Petersburg, Piter Publ., 2006, 464 p.
Tokarev B.E. Marketingovye issledovaniya rynochnykh nish innovatsionnykh produktov: monografiya [Marketing studies of market niches for innovative products: a monograph]. Moscow, Magistr, INFRA-M Publ., 2013, 256 p.
Tokarev B.E. [Marketing studies of innovative products: Synchronization of stages]. Naukovedenie, 2013, iss. 6. (In Russ.) Available at: Link.
Titova E.M., Alekseev M.N. [The regional market of meat products and its competitive environment]. Vestnik Izhevskoi gosudarstvennoi sel'skokhozyaistvennoi akademii = Bulletin of Izhevsk State Agricultural Academy, 2007, no. 2, pp. 37–40. (In Russ.)
Titova E.M., Alekseev M.N. [Evaluation criteria for meat product competitive ability in the product market]. Vestnik Izhevskoi gosudarstvennoi sel'skokhozyaistvennoi akademii = Bulletin of Izhevsk State Agricultural Academy, 2007, no. 2, pp. 41–46. (In Russ.)
Belyaev V.I., Surai N.M., Kovalev A.A. [Marketing research in solving the problems of regional reproduction of agricultural branches and food security of Russian regions (the Altai Territory meat product market case)]. Vestnik Altaiskogo gosudarstvennogo agrarnogo universiteta = Bulletin of Altai State Agricultural University, 2013, no. 10, pp. 142–150. (In Russ.)
Guzii S., Ondreiovichova M. [Analysis of consumer preferences in the Russian food market]. Mezhdunarodnyi sel'skokhozyaistvennyi zhurnal = International Agricultural Journal, 2015, no. 4, pp. 54–58. (In Russ.)
Kerzina E.A., Senik E.A. [A study of demand in the meat product market of the Perm Krai]. Ekonomika i predprinimatel'stvo = Economy and Entrepreneurship, 2014, no. 1-3, pp. 223–227. (In Russ.)
Kerzina E.A. [Marketing research of consumer behavior in the meat market (the Perm Krai case)]. Ekonomika i predprinimatel'stvo = Economy and Entrepreneurship, 2014, no. 8, pp. 934–941. (In Russ.)
Kovaleva I.V., Surai N.M. [Marketing research of the local market of deli meat and meat products]. Tekhnika i tekhnologiya pishchevykh proizvodstv = Food Processing: Techniques and Technology, 2015, no. 4, pp. 125–131. (In Russ.)
Прокопенко К.О. Ємність вітчизняного ринку м’яса та якість м'ясної продукції. Вiсник аграрної науки Причорномор’я, 2010, no. 2, pp. 57–59.
Чепіженко Д.В. Дослідження чинників купівельного попиту на продукцію м’ясопереробних підприємств Луганської області. Вісник Східноукраїнського національного університету імені Володимира Даля, 2011, no. 3, part 2.
Філіппов М.В. Дослідження чинників впливу на формування цільового ринку м’ясопереробних підприємств. Вісник Східноукраїнського національного університету імені Володимира Даля, 2013, no. 4, part 2, pp. 234–240.
Borovikov V.P., Borovikov I.P. STATISTICA – Statisticheskii analiz i obrabotka dannykh v srede Windows [STATISTICA – A statistical analysis and data processing in Windows environment]. Moscow, Filin" Publ., 1998, 608 p.
Borovikov V.P. Populyarnoe vvedenie v programmu STATISTICA [A comprehensive introduction to STATISTICA software]. Moscow, Komp'yuterPress Publ., 1998, 267 p.
